The Virtues of Green Marketing: A Constructive Take on Corporate Rhetoric (Rhetoric, Politics and Society)

Prologue
Preface
Funding
Contents
Chapter 1: Introduction: A New Framework for Green Marketing
	1.1 Sins and Virtues
	1.2 Positioning and Some Key Concepts
	1.3 Overview of This Book
	References
Chapter 2: A Constructive Turn: Toward Harnessing the Potential of Green Promises
	References
Chapter 3: Institutional Theory and Green Legitimation
	3.1 Organizational Legitimacy
	3.2 The Institutional Paradigm
	3.3 Some Strategies for Gaining Legitimacy
	References
Chapter 4: Attempts at Co-reading Institutional and Rhetorical Theory
	4.1 Further Correlating Legitimacy Theory and Ethos Analysis
	4.2 The Aristotelian Paradigm—Dominant Albeit Deficient
	4.3 Appearances, Doxa, and the Amorality of Rhetoric
	References
Chapter 5: Revisiting the Rhetorical Tradition and Acquainting Ourselves with the  Virtuous Orator
	5.1 Isocrates: Rhetorical Action for the Civic Good
	5.2 Cicero on Harmonious Propriety, and Quintilian on Character Development
	5.3 Lessons from Classical Rhetoric
	References
Chapter 6: From the Sins of Greenwashing to the Virtues of Green Marketing
	6.1 Taking Stock: The Traditional Virtues
	6.2 Developing the Scheme: Flipping the Sins
	6.3 Green Marketing as Climate Communication
	References
Chapter 7: Some Implications for Law
	7.1 On Possible Venues for Legal Development
	7.2 Regulatory Development Is Only Part of the Solution
	References
Chapter 8: The Framework of Virtue Critique
	8.1 Introduction
	8.2 Analytical Principles for Virtue Critique
		8.2.1 Principle 1—The Principle of Situationality
		8.2.2 Principle 2—The Principle of Multiple Motives
		8.2.3 Principle 3—The Principle of Multiple Effects
		8.2.4 Principle 4—The Principle of Multiple Audiences
		8.2.5 Principle 5—The Principle of Prudence and Transparency
	8.3 Further Reflections on Audience Construction
	References
Chapter 9: Exploring the Virtue Framework: Environmental Labels, Clean Clothes, and Green Energy Capitalism
	9.1 Putting the Framework to Use
	9.2 Ecolabels: The Strategies and Struggles of Standardization
	9.3 Clean Clothes, Circular Economy, and the Speed of Fashion
	9.4 Balanced Corporate Rhetoric: Challenges and Possibilities in Marketing Energy
	References
Chapter 10: Green Marketing as Manifest Performance of Ethical Judgment
	References
References
Index